Who get the benefits?

  

One of the main goals for many organizations is making profits. For an organization, since it is related to making profits, having benefits is very important and it is what they mainly care about. An organization cannot make profits alone itself. They need customers or clients who would like to use their service or products. That's why an organization can be easily affected by public. Public is their customer group. So building good relationship with public is a significant task for organizations. 

   In building relationship with public, an organization should not only focus on benefits for itself, but also focus on benefits for public. So there need win-win strategies. That's why an organization should support its public or communities. Pursuing mutual benefits is important and this can make an organization listen and pay attention to public. Listening to public can have the organization understand public and interact with them. When an organization tries to interact with the external public, they also start to build loyalty with the organization because they would feel they are respected by the organization. Feeling respected is important. Human being is very emotional and always wants to be respected and considered as important being.

  If an organization actually respects its public and wants to have them involved in decision-making processes, collaborative relationship between two groups can be developed. In this kind of relationship, the organization and the public consider each other as partner and there exist trust and commitment between them. To an organization, having dialogues with public also can increase trust and commitment from the public. Dialogues are relational dialogues where both participate with relational goals. In dialogues, (or communications) transparency is an also important factor to increase trust between each other. Transparency can be increased by sharing information and resolving issues to benefit all stakeholders (an organization and the public). Having face-to-face dialogues can be also helpful and increase intimacy. 

   Developing relationship with public is very important for an organization. However, keeping relationship can be more important for the organization. Since public is very sensitive and emotional with an organization making profits from public, an organization should be always opened to public and ready to communicate with them, not just talk to them but also listen to them. An organization should keep its words to public and show it.